CSA Social Marketing: Music Clusters
Genre level correlations
“Which genres are alike in terms of their audiences?””
In the genre × genre matrix, similarity values capture shared audience bases between genres. Use genre × genre when you care about brand/genre positioning, cross-genre affinities, playlisting, or recommender systems.
Correlation Matrix
Interactive Correlation Matrix
Optimal Number of Clusters
Hierarchical Clustering - K = 4
Hierarchical Clustering - K = 5
Clustered Heatmap
Interactive Clustered Heatmap
K Means - K = 4
K Means - K = 5
Circlize
Network
Network 2
Network 3
Person level correlation
“Which people are alike in their genre preferences?”
In the person × person matrix, similarity values capture shared taste patterns between individuals. Use person × person when you care about segmentation, consumer clusters, marketing personas.
3 cluster solution
Cluster interpretation
- 1: Mainstream Western Pop/Rock
- 2: Mainstream Afro-diasporic
- 3: Niche/Eclectic/Experimental
4 cluster solution
Cluster interpretation
- 1: Mainstream Western Pop/Rock
- 2: Niche/Eclectic/Experimental
- 3: Mainstream Afro-diasporic
- 4: Non-Mainstream Rock (Headbangers)